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5 Reasons Your Senior Living Website Can’t Convert

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5 Reasons Your Senior Living Website Can’t Convert

Middle-aged woman and senior woman sitting on a couch together looking at a laptop screen

If you’re running a senior living community, having a website is crucial to attract new residents and fill vacancies. More importantly, your website is often the first point of contact potential residents have with your community. Your website needs to make a good impression. 

However, just having a website isn’t enough. If your website isn’t converting visitors into leads or residents, it’s not fulfilling its purpose. Here are 5 common reasons why your senior living website might not be converting, and what you can do about it.

Your Website is Outdated

If your website looks like it hasn’t been updated in years, it can be a major turnoff for potential residents and their families. An outdated website can make your community appear outdated and unappealing. Visitors may assume that if your website is old and unprofessional, your community must be as well.

Solution: Invest in a website redesign. 

A modern, user-friendly website will make your community appear more professional and attractive to potential residents and their families. Consider hiring a web designer who specializes in senior living communities to create a website that meets your needs and appeals to your target audience.

Your Website is Difficult to Navigate

If you can’t easily find the information you’re looking for on a website, it’s likely that you’ll leave and look elsewhere. A confusing or cluttered website can be frustrating for visitors, especially seniors who may not be as tech-savvy.

Solution: Simplify your website’s navigation. 

Make sure all important information is easy to find, and consider organizing it into sections such as “About Us,” “Floor Plans,” “Amenities,” and “Contact Us.” Use clear, concise language and avoid industry jargon that may be confusing to visitors.

Your Website Lacks Social Proof

If a website doesn’t provide any evidence that other people have chosen your community and are happy with their decision, it can be difficult to convince potential residents and their families to choose your community.

After all, social proof has a huge impact on the success of your business. When you’re looking for a new restaurant to try, the first place you go is to their reviews! 

Solution: Include testimonials and reviews from current and former residents and their families on your website. 

Consider creating a dedicated page for reviews and testimonials, or including them on relevant pages such as “About Us” and “Testimonials.” Make sure you get permission before sharing any personal information or photos.

Your Website Lacks Clear Calls to Action

Laptop on a desk with an open screen that says "SIGN UP" in big white letters.

If a website doesn’t have clear, prominent calls to action (CTAs), visitors may not know what action to take next. If someone is looking at senior living communities for the first time, they may not know the “normal” journey a resident could take, such as booking a tour. 

Solution: Include clear, prominent CTAs throughout your website, such as “Schedule a Tour” or “Contact Us Today.” 

Use contrasting colours and prominent placement to draw attention to your CTAs. Consider using pop-ups or slide-ins to prompt visitors to take action.

Your Website Isn’t Mobile-Friendly

More and more people are using their mobile devices to browse the internet, including when looking for senior living communities. If your website isn’t optimized for mobile devices, it can be difficult to navigate and read on a small screen and increase your bounce rate.

Solution: Make sure your website is optimized for mobile devices. 

Consider using responsive design, which automatically adjusts the layout and content of your website to fit the screen size of the device being used. Test your website on multiple devices to ensure it’s easy to use and read on any screen size.

Other Tips to Improve Your Website Performance

Provide High-Quality Visuals & Videos

One of the best ways to showcase your senior living community is through visuals and videos. 

High-quality photographs and videos can help potential residents and their families get a better sense of your community and its amenities. Consider hiring a professional photographer or videographer to create visuals that accurately reflect your community’s atmosphere and lifestyle.

Add Interactive Features

Interactive features can help engage visitors and encourage them to explore your website further. 

For example, you could include a virtual tour of your community, which allows visitors to explore your facilities and amenities from the comfort of their own homes. You could also include a blog, which provides valuable information for potential residents and their families and helps establish your community as an authority in the senior living industry. 

Additionally, consider adding a live chat feature to your website, which allows visitors to ask questions and receive answers in real time, making their experience more personalized and engaging.

Be Transparent

You don’t have to list everything on your website, but you do want to list honest, open information about anything residents or their families would want to know. Think about the questions your website visitors are wanting to have answered before they schedule a tour.

What are the accommodations like? What kind of healthcare support is offered? Are the amenities appealing? Can I meet all of the needs in this community? 

Having a “Frequently Asked Questions” (FAQ) page can help users find answers quickly without having to read tons of content on your website. 

Next Steps

If you’re not sure where to start, or how to implement these changes, contact our experts at CITIZEN. We’re happy to audit your website for free and we can help you elevate your digital presence.

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